Brand Development & Strategy

Home , Central Illinois, Driftless Area, Forgottonia

proposal for BRAND DEVELOPMENT & STRATEGY VILLAGE of COTTAGE GROVE

September 4, 2020 October 28, 2020 – Revised

Signalfi re, LLC 1711 Woolsey Street | PO Box 491 Delavan, Wisconsin 53115 (262) 725-4500 | matthew@signalfi re.us www.Signalfi re.us

Confi dential Work Product Signalfi re, LLC (“Signalfi re”) offers this marketing overview and proposed program in good faith to the Village of Cottage Grove. The material contained within this document and in the accompanying presentation is a confi dential work product of Signalfi re. Signalfi re retains full ownership of the enclosed materials and processes. Proposal for Services

Submitted by: Signalﬁ re, LLC Matthew B. Olson, Sole Member 1711 Woolsey Street, STE D PO Box 491 Delavan, WI 53115

(262) 725-4500 Telephone

matthew@signalﬁ re.us www.signalﬁ re.us

Objective Signalfi re, LLC (Signalfi re) wishes to submit the following brand development proposal for the Village of Cottage Grove (“Cottage Grove” or “Client”) in response to an RFP dated August 14, 2020. What sets Signalfi re apart from the competition is storytelling. One common thread between everyone at Signalfi re is their passion for creating brands that tell an incredible story. The ability to communicate and engage an audience, regardless of medium, is critical for a community’s brand in today’s environment. We believe this ability to “share stories” defi nes how Signalfi re will succeed in developing a successful tourism focused brand for Cottage Grove. Signalfi re sees itself as the perfect choice for Cottage Grove as a qualifi ed creative branding and marketing partner because: • Signalfi re provides creative / marketing services for similarly-sized community tourism organizations and tourism related businesses. • Signalfi re has won multiple awards for tourism marketing design and logo design/branding. • Signalfi re possesses a qualifi ed team of professionals passionate about innovative marketing practices involving all forms of media. • Signalfi re is a growing agency with a solid procedural foundation and inventive creative ideas that will directly benefi t Cottage Grove.

Signed By:

Signalﬁ re, LLC Matthew B. Olson, Sole Member

2 Signalﬁ re, LLC Proposal for the Village of Cottage Grove TABLE OF CONTENTS

REQUIRED STATEMENTS ...... 4 WHY SIGNALFIRE? ...... 5 OUR EXPERIENCE MAKES A DIFFERENCE ...... 6 REFERENCES MATTER ...... 7 WHY YOU NEED SIGNALFIRE’S CREATIVE MARKETING GUIDES & OUTFITTERS ...... 8 HOW SIGNALFIRE’S TEAM WILL COLLABORATE WITH COTTAGE GROVE ...... 9 MEET #TEAMSIGNALFIRE ...... 10 THE PLAN ...... 12 Phase I: Discovering and Understanding Cottage Grove ...... 12

Phase II: Research and Compare ...... 12

Phase III: Visual Identity Development ...... 13

Phase IV: Application of the Brand ...... 14

PROJECT TIMELINE ...... 15 PROJECT BUDGET ...... 16 INTENT TO PROCEED ...... 17 APPENDIX A – LOGO SAMPLES ...... 18 TERMS AND CONDITIONS ...... 24

Signalﬁ re, LLC Proposal for the Village of Cottage Grove 3 REQUIRED STATEMENTS

Non-Substitution of Personnel Signalﬁ re will not substitute or exchange personnel assigned to the account without expressed written acknowledgement from Cottage Grove. In the case of personnel departure or termination, Cottage Grove will be informed as soon as possible along with a transition plan.

Confl icts of Interest and Collusion Signalfi re and named sub-contractors have no confl icts of interest with Cottage Grove. There have been no previous understandings, agreements, or connections with Cottage Grove prior to receiving this Request for Proposal.

Insurance Signalﬁ re is currently insured through American Family Insurance and underwritten by Midvale Indemnity Company through Matthew Faytle & Associates, Inc located in Delavan, Wisconsin. Policy # BPP1061212. Workers Compensation is covered through Lockton Companies, LLC of Houston, Texas. This is managed by Signalﬁ re’s HR partner, Insperity PEO Services. Policy # C6674341A.

Legal Description of Signalfi re, LLC Signalfi re, LLC is fi led as a Limited Liability Company with the State of Wisconsin. Matthew Olson is the Sole Member. Currently Signalfi re maintains Matthew plus multiple employees and additional independent contractors. Legal representative is Attorney Dale Thorpe of Thorpe & Christian, S.C. of Delavan, Wisconsin.

Signalfi re, LLC Matthew B. Olson, Sole Member 1711 Woolsey Street, STE C and D PO Box 491 Delavan, WI 53115 (262) 725-4500 Telephone matthew@signalfi re.us www.signalfi re.us

4 Signalﬁ re, LLC Proposal for the Village of Cottage Grove WHY SIGNALFIRE?

Signalfi re has been working with community marketing in Wisconsin since 2007. Communities from Door County to the Driftless region have partnered with our team to create incredible destination brands. From visual identities to comprehensive marketing efforts, our team of creative marketing Guides & Outfi tters will create a captivating community brand. Destination and community-related business branding has been a signifi cant part of what has allowed Signalfi re to shine. Our passion for understanding both the economic development and the tourism drivers allow Signalfi re to create a brand that fi ts Cottage Grove. Our collaborative process includes learning from local businesses, connecting with your staff, and experiencing the community fi rst hand as travelers. The mission will be to have a solid vision of your ideal travelers and the right brand voice to speak to them. When the visual designs are created, they will be a direct refl ection of the research. The marketing adage, “you cannot read the label from inside the jar,” applies very well. Bringing in a creative partner from outside the area will be an excellent avenue for fresh perspective and insights. We experience your community just like your ideal travelers do. Some other areas Signalfi re may be able to help: • Graphic design of creative collateral such as activity guides, event promotions, or other visual materials • Website design includes complete development of the user experience, construction, SEO, maintenance, and management (we’ve got some really awesome examples) • Content development such as blog writing, keyword research, web content, and social media content • Email marketing services such as monthly email newsletters, email promotions, or other campaign-related services • Social media management and consulting includes everything from account management, advertising, staff training, and strategy development • Digital marketing support for search pay-per-click (PPC), targeted display advertising, geo-fencing, retargeting, and search retargeting

Signalﬁ re, LLC Proposal for the Village of Cottage Grove 5 OUR EXPERIENCE MAKES A DIFFERENCE

Examples of the work can be found in Appendix A Additional design and branding examples may be found on our website.

Destination Sturgeon Bay Signalfi re has been a creative partner with the community of Sturgeon Bay since 2007. In late 2019, new city-wide wayfi nding ushered in a new visual standard. This new visual style also brought a name change to the tourism entity. Sturgeon Bay Visitor Center became Destination Sturgeon Bay. Building on the new wayfi nding project, Signalfi re implemented the new branding. From outdoor environmental graphics to the 50-page Activity Guide, Signalfi re created the needed materials to launch the new brand. This also included a detailed style and usage guide to ensure the visual consistency of the iconic design.

Gage Marine Corporation Gage Marine Corporation has been operating numerous businesses on Lake Geneva since the mid-1800’s. Signalfi re was tasked with standardizing the brands and bringing them into a cohesive visual identity. Two of the most iconic brands are the cruise boats of Lake Geneva Cruise Line and the only lakefront restaurant on Lake Geneva, PIER 290. Signalfi re’s new logos built on the traditional burgee fl ag of Gage with a clean and modern feel. Each business unit received a fresh look, a comprehensive style guide, advertising redesigns, and new websites. Additionally, Signalfi re was contracted to build a 12-month content marketing program that covered blog writing, monthly email newsletters for each entity, comprehensive social media management, and print advertising design.

Forgottonia Make It Macomb is a regional destination marketing organization nestled in the middle of west central Illinois. This university town is frequently overlooked by travelers due to its distance from the major Interstates. Macomb Area Convention and Visitors Bureau hired Signalﬁ re to develop a new brand for the rural region. Signalﬁ re’s research found the infrastructure growth of the 1960’s and 1970’s passed over the region. Local activists and lawmakers protested how the region was forgotten with a semi-serious attempt to secede from Illinois under the name Forgottonia.

6 Signalfi re, LLC Proposal for the Village of Cottage Grove Being forgotten about in the 60’s and 70’s allowed their small town charm to be preserved. Local history included the birthplace of the inventor of Monopoly, two speeches from Lincoln, and a classic courthouse square. Being forgotten preserved the charm of Forgottonia. Signalfi re’s brand design refl ects back to a simpler time and a slower pace, something travelers to the region want to experience today. Signalfi re revived the name, designed the logo, and created a style guide for the organization to build on with local marketing providers. Having been recently delivered, this brand is still being deployed and may not be on many marketing materials.

Fish Creek Civic Association Fish Creek is the artistic and theatrical heart of Door County. Venues and galleries are joined by an active culinary community and a bustling retail district to create a unique destination. Signalﬁ re has worked with Fish Creek since 2015 to deliver a cohesive brand message across numerous outlets. Signalﬁ re reinvigorated the brand with newly designed promotional materials including an annually published 40+ page tourism brochure, award-winning website, and strategic planning. The development of documented brand standards has resulted in a clear voice and visual style.

REFERENCES MATTER

Pam Seiler Executive Director Destination Sturgeon Bay 36 S. Third Ave. Sturgeon Bay, WI 54235 (920) 743-6246 ofﬁ ce [email protected]

Denise Stillman President Fish Creek Civic Association 4097 Hwy 42 Fish Creek, WI 54212 (920) 495-1151 cell [email protected] (personal)

Jock Hedblade Executive Director Macomb Area Convention and Visitors Bureau 201 S. Lafayette St. Macomb, IL 61455 (309) 833-1315 ofﬁ ce [email protected]

Signalﬁ re, LLC Proposal for the Village of Cottage Grove 7 SIGNALFIRE’S CREATIVE MARKETING GUIDES & OUTFITTERS ARE READY TO GO

Signalﬁ re will show you how great brand storytelling will engage your residents and excite your businesses. Our team of creative marketing guides and outﬁ tters is more than just marketing shtick, it’s a statement of how we work. Embarking on your business’ marketing adventure should involve research, planning, equipping, and expert execution.

Guides Just like with an expedition into the woods, the right guide makes all the difference. Signalfi re’s marketing guides deliver great communication, expert advice, and engaged client experiences. As your creative marketing guides, our team: • Listens to your goals to collaborate on the best destination (marketing goals) • Understands the strategy to plot the right path through the wilderness • Utilizes the right equipment needed to make the time in the fi eld fi t your vision

Outfi tters The wisdom of your marketing guidance is paired with innovative outfi tters who can write, design, and develop the tools needed to make your brand a success. Our outfi tters never stop learning. From staying informed with the latest development practices to hot trends in social media — our passion is refl ected in our deliverables. Signalfi re’s creative outfi tters will: • Create the right visual for your distinct brand experience • Give a voice to your brand through focused content (i.e. blogs, photography, video, etc.) • Develop the tools needed to bring your adventure to life Signalfi re’s team of creative marketing guides and outfi tters will help create your brand and develop the strategy to succeed.

8 Signalﬁ re, LLC Proposal for the Village of Cottage Grove HOW SIGNALFIRE’S TEAM WILL COLLABORATE WITH COTTAGE GROVE

Signalﬁ re’s team will work very closely with Cottage Grove’s team. Led by your own dedicated project manager, Emily Piery, there will always be an open line of communication and transparency. While many team members might be collaborating, Emily will be your primary point of communication.

Communication Protocols From the outset of the project, we will collaboratively map primary and backup points of communication. Signalﬁ re understands that everyone likes to communicate a bit differently. From text messages to email, our team will accommodate how Cottage Grove’s team likes to stay in touch. However, if faxes are involved, we may need to talk! Signalﬁ re will create a schedule of regular check-ins and milestones. These communication touchpoints will range from conference calls to face-to-face meetings. Our mission will be for you to be as intimately involved as the rest of our team.

Collaboration on Community Outreach Where Signalﬁ re will need Cottage Grove’s team the most is the connections with the local businesses and key community players. Our primary research phase will heavily rely on connecting with the people who know and love Cottage Grove. Making introductions and assisting with initial meetings will allow Signalﬁ re to get the best possible brand intelligence from key players. Another section of introductions and collaboration will come in connecting with tourism-related businesses. Our intention is to interview hotel/lodging providers, retail shop owners, and restaurants to better understand the travelers that already come to Cottage Grove.

Signalﬁ re, LLC Proposal for the Village of Cottage Grove 9 MEET #TEAMSIGNALFIRE

Signalﬁ re’s team of marketing Guides & Outﬁ tters are a mix of creative backgrounds that merge to provide incredible insight and originality.

Matthew Olson Creative Director and Owner Having founded Signalﬁ re in 2006, Matthew brings the big ideas and strategic planning for brands of all types. He is the creative force behind Signalﬁ re. Accomplished in branding and strategic planning, his eye for coming trends has led to the success of many branding and marketing campaigns. An early adopter of social media and an accomplished speaker, Matthew uses his creativity and experience to develop innovative, cross-media approaches to marketing. Matthew has been involved in tourism and destination marketing on multiple levels. His experience includes consulting and training tourism professionals in marketing, consulting on community marketing for economic development, and serving on the City of Delavan Tourism Commission. Matthew’s expert knowledge on community economic development and tourism marketing is well-recognized.

Bryan Giese Project Manager Bryan is Signalﬁ re’s Project Manager that specializes in brand development and strategy. Fluent in content marketing and digital strategy, his previous experience in the health care industry gives him incredible insight. His successes with restaurants and tourism has earned him praise from many clients. Immensely organized and detail oriented, his skill in managing projects is second to none.

Emily Piery Project Manager Emily’s capabilities as a Project Manager is evident in every communication. Thoughtful, organized, and knowledgable, her years of project management experience ensures her clients are always in the know with every aspect of projects. A seasonsed traveler and outdoor enthusiast gives her unique perspective and a diverse background.

10 Signalfi re, LLC Proposal for the Village of Cottage Grove Hannah McClung Social Media Specialist Hannah manages the social media management and social media marketing for Signalfi re’s diverse range of clients. From B2B industrial manufacturers leveraging LinkedIn to boutique hotels building infl uence on Instagram, her knowledge of various platforms and strategic content marketing instincts have brought fantastic success. Her previous experience as the online news desk editor and social media manager for Channel 3000 (Madison, WI) shows in her ability to handle any online situation.

Jodi Heisz Graphic Designer Jodi is Signalﬁ re’s senior graphic designer. Overseeing all creatives and design work, Jodi embraces a client’s brand and takes it to another level. An experienced, talented designer, her eye for effective marketing is unmatched in our area.

Kory Kohlhoff Graphic Designer Kory is a gifted graphic artist with a talent for bringing a fresh, creative perspective to all our graphic design projects. From billboards, print materials and logos to user experience design, web ads, or video production, Kory is our go-to graphic design resource.

Signalﬁ re, LLC Proposal for the Village of Cottage Grove 11 THE PLAN

The following is a summary of Signalﬁ re’s research and creative process.

Phase I: Discovering and Understanding Cottage Grove Phase I will involve the research and insight collection of individuals and businesses associated with Cottage Grove tourism. From business owners to community movers and shakers, our goal will be to best understand what Cottage Grove has to offer.

Undercover Visit Members of Signalﬁ re will visit Cottage Grove as travelers to experience the community, restaurants, and activities. This “secret shopping” experience will allow our team to see things through the traveler’s or prospective resident’s eyes.

Cottage Grove Team Interviews We will meet with key members of the Cottage Grove Community Development Authority (CDA) to learn more about the goals and objectives of the organization as well as data collected to date.

Community Focus Group With recommendations from Cottage Grove’s staff, Signalfi re will coordinate with a mix of community infl uencers to create an internal focus group. This group will consist of (but not limited to) individuals from: • Restaurants and taverns • Hotels and lodging • Retail • Non-profi t organizations • Manufacturing and/or industrial

Phase II: Research and Compare Phase II will focus on both the direction of economic development and the travelers coming to Cottage Grove. Critical to the branding process will be understanding Cottage Grove’s vision for the future. What kind of businesses do you hope to attract? Describe your new neighbors? For the travelers, we want to better understand those already traveling to Cottage Grove as well as create a proﬁ le of the travelers Cottage Grove would like to see visit the community.

12 Signalﬁ re, LLC Proposal for the Village of Cottage Grove Competitive Community Comparisons Signalﬁ re will research and deliver a comparative analysis of several communities with similar characteristics to Cottage Grove. The assessment will include marketing efforts, brand voice, and overall success.

Phase III: Visual Identity Development This is where the creative rubber meets the road. Our creative team will create multiple visual identity options based on the research and insights provided.

Logo Design Concepts Signalﬁ re will deliver three (3) logo concepts. Each logo concept will include: • Full color option • B&W option • Examples of the logo “in the wild” These creative designs will be reviewed by the Cottage Grove team.

Cottage Grove will select two (2) design options for revision. Each of the two (2) revised options will be presented with: • Full color option • B&W option • Examples of the logo “in the wild”

Cottage Grove will select one (1) design for additional revisions. The revised design will be presented with: • Full color option • B&W option • Examples of the logo “in the wild”

Cottage Grove will approve the ﬁ nal design. Additional options or revisions may be requested for an additional fee (see budget schedule).

Signalﬁ re, LLC Proposal for the Village of Cottage Grove 13 Phase IV: Application of the Brand With the approval of the logo design, Signalﬁ re will get to work scaling the design into a fully realized brand.

Style and Use Guide Signalﬁ re will create a style and use guide for the brand. The document will include: • Documented elements such as colors, fonts, and variations • Acceptable and unacceptable uses • Recommendations for spacing and usage • File library in color, background, and ﬁ le format variations

Advertising Concepts and Scaling the Brand The brand will be applied to various mediums of advertising including samples of print advertising, vehicle graphics, and various forms of digital marketing. We want to paint a vivid picture of how the brand story will play out.

Brand Launch Marketing Plan Signalﬁ re will develop a brand “roll out” marketing plan focused on presenting the new visual identity to the community and the wider region. This plan will consist of: • Recommended PR and new relations in Madison market • Development of short hype video announcing the new brand (recommended use on website, social media, and other applications) • Social media announcement schedule and recommended promotion budget • Delivered as a written document and presentation (budget TBD)

Cottage Grove Community Awareness Campaign Signalﬁ re recognizes the challenges of promoting small communities. Part tourism, part economic development, and part community building—a successful community awareness campaign needs to hit on many levels. This plan will consist of recommended: • Marketing budget and expenses • Marketing activity calendar for 2Q, 3Q, and 4Q 2021 • Community marketing print collateral • Social media strategy and calendaring • Content and digital marketing strategies • Delivered as a written document and presentation (budget TBD)

14 Signalﬁ re, LLC Proposal for the Village of Cottage Grove PROJECT TIMELINE

The project timeline may be impacted by the selection of branding provider, changes to the scope of work, or other mitigating situations. For this proposal, we are assuming a January 1, 2021 start date.

Phase I Undercover Visit ...... Complete by January 22 Cottage Grove Team Interviews ...... Completed by January 29 Community Focus Group Discussion ...... Completed by January 29

Phase II Phase I ﬁ ndings and Competitive Community Comparisons ...... Delivered by Febryuary 19

Phase III Logo Design Concepts ...... First Presentation Week of March 8 Revisions / Feedback Due from Cottage Grove ...... Delivered by March 26 Second Revised Concepts from Signalﬁ re ...... Presented Week of April 5 Revisions / Feedback Due from Cottage Grove ...... Delivered by April 16 Third Revised Concepts from Signalﬁ re ...... Presented Week of April 26 Final Approval from Cottage Grove...... May 7

Phase IV Style and Use Guide ...... Approval + 1 week Electronic File Delivery...... Approval + 1 week Marketing Plan and Advertising Concepts ...... Presented Week of May 17

Signalﬁ re, LLC Proposal for the Village of Cottage Grove 15 PROJECT BUDGET

Phase I: Discovering and Understanding Cottage Grove Step 1: Undercover Visit ...... $ 2,000 Step 2: Cottage Grove Team Interviews ...... $ 2,000 Step 3: Community Focus Group Discussion ...... $ 2,000

Phase I Budget Total ...... $ 6,000

Phase II: Research and Compare ...... $ 4,000

Phase III: Visual Identity Development ...... $ 12,000

Phase IV: Application of the Brand Style and Use Guide / Electronic File Delivery ...... $ 1,000 Brand Launch Marketing Plan ...... $ 1,000 Community Awareness Campaign Plan...... $ 2,000

Phase IV Budget Total ...... $ 4,000

Total $ 26,000

Additional or Optional Deliverables Signalﬁ re can provide additional design options beyond the initial deliverables. Additional logo designs options and additional rounds of revisions will be available. Please note, additional design options or additional rounds of revisions will impact the delivery timeline.

Additional Logo Design Option ...... $2,500

Additional Logo Revision Round ...... $500

16 Signalﬁ re, LLC Proposal for the Village of Cottage Grove INTENT TO PROCEED

Change Orders No surprises. Ever. Any additional billable time, materials, or other costs will be presented to Cottage Grove in a written change order prior to any billable actions being accrued. This written change order will indicate exact costs and impacts to delivery timeline.

Terms Payment will be made in US Dollars in the form of business check or cashier’s check. All invoices are due on receipt. The payment schedule would be: • 25% ($6,500) due at start of project (deposit) • 25% ($6,500) due at delivery of ﬁ rst proofs (March 8) • 25% ($6,500) due at approval of logo (May 7) • 25% ($6,500) due at ﬁ nal delivery of digital assets, marketing plan, and other recommendations (approx. May 17)

Signatures Based on the previous descriptions of service, Cottage Grove would like to proceed with Signalﬁ re, LLC. Please indicate by signing below.

Name Printed Name Date

Signalﬁ re, LLC Proposal for the Village of Cottage Grove 17 APPENDIX A – LOGO SAMPLES

LOGOS STURGEON BAY STACKED VERSION USING BOLD FONT

This secondary version with a BOLD font STURGEON BAY Geometos soft bold is for use in applications where a heavier DOOR COUNTY Full Color Version ABCDEFGHIJKLMNOPQRSTUVWXYZ weight font is needed for legibility. abcdefghijklmnopqrstuvwxyz Examples of projects might include signage, FONTS 1234567890,.;:!? print, or apparel. Use of this version is at the Geometos Soft is the official company discretion of the organization. typeface of Sturgeon Bay Door County. RECOMMENDED Geometos soft bold SPACINGGeometos soft regular Used for headers, page titles, or other ABCDEFGHIJKLMNOPQRSTUVWXYZ S S “headline” style content. We recommend The.height.of.the.“S”.in.the.Sturgeon.Bay.abcdefghijklmnopqrstuvwxyz not using this font smaller than 12 point Door.County.logo.will.give.the.logo.enough.

Grayscale Version S for headlines but should appear at least Blackspace.on.all.sides.to.appropriately.stand. &1234567890,.;:!? White Version S 4 points larger than the body text. Page out.in.use..The.logo.should.always.be.used. S headers or titles should appear in one of with.at.least.the.recommended.spacing,. S the text colors from the Sturgeon Bay Door Geometos soft Light but.common.sense.may.dictate.over.exact. County color palette. measurements.ABCDEFGHIJKLMNOPQRSTUVWXYZ Geometos soft bold abcdefghijklmnopqrstuvwxyz Geometos soft regular In.most.instances,.the.logo.should.either. Geometos soft LIGHT remain.relatively.independent.from.other.1234567890,.;:!? Avenir Heavy design.elements.or.be.the.most.significant. Used as sub-heads or subtitles to a design.element.in.the.layout.Avenir Heavy document or design. We recommend not using thisFull font Color smaller with White than Text 10 pointVersion but 1 Color ABCDEFGHIJKLMNOPQRSTUVWXYZ(White) Version should appear at least 2 points larger than MINIMUMabcdefghijklmnopqrstuvwxyz SIZE the body text. 1234567890,.;:!? Avenir Light The.minimum.approved.reproduction.size. These fonts will be utilized for primary is.1.inches.width.for.the.Sturgeon.Bay.Door. content, body text, and most other primary County.and.Destination.Sturgeon.Bay.Avenir Light 1”.W 1”.W .75”.W 5 readingSTURGEON text in BAY documents. DOOR COUNTY The weight BRAND and STYLE GUIDEDoor.County.logo..The.minimum.approved.• sturgeonbay.netABCDEFGHIJKLMNOPQRSTUVWXYZ emphasis of the font should be considered reproduction.size.is..75.inches.width.for.the.abcdefghijklmnopqrstuvwxyz on a case by case basis. This font should Sturgeon.Bay.Door.County.Medallion.logo. never appear smaller than 6 point. 1234567890,.;:!?

24 STURGEON BAY DOOR COUNTY BRAND STYLE GUIDE • sturgeonbay.net

18 STURGEON BAY DOOR COUNTY BRAND STYLE GUIDE • sturgeonbay.net

18 Signalﬁ re, LLC Proposal for the Village of Cottage Grove FJ Frazier COO

1 Liechty Drive Williams Bay, WI 53191 T: (262) 245-5501 C: (262) 751-5532 [email protected] www.GageMarine.com

Signalﬁ re, LLC Proposal for the Village of Cottage Grove 19 LAKE GENEVA CRUISE LINE COLOR PALLETTE Gage Blue Gage Red The primary colors of Lake Geneva Cruise Line’s brand are Gage Blue, Gage Red, light gray and dark gray. CMYK 100 / 60 / 0 / 55 CMYK 0 / 100 / 65 / 15 RGB 0 / 51 / 101 RGB 206 / 17 / 65 Gage Blue and Gage Red appear in the two-color logo. Blue and red is also used as highlight PMS 294C PMS 200C HEX #003365 HEX #CE1141 colors and for heading and subheadings. The two gray colors are used as accent and highlight colors. Text is colored black and appearing in white on contrasting backgrounds.

INCORRECTLight Gray Dark Gray USAGE CMYK 14 / 11 / 12 / 0 CMYK 62 / 53 / 48 / 19 RGB 217 / 216 / 214 RGB 99 / 101 / 106 The Lake Geneva Cruise LinePMS logo Coolshould Gray 1 C PMS Cool Gray 10 C only appear in the approvedHEX colors #d9d8d6 and HEX #63656a versions. No other colors, reversals, or modifi cations will be permitted.

Changes to the logo type size, font or Never alter the size or Never change the font or Never appear as any other inclusion are not permitted, regardless of size, placement of the burgee ﬂ ag capitalization of the color than the selected branded icon in relation to the Lake Geneva Cruise Line colors, the predetermined special use, or more diverse forms Lake Geneva Cruise Line name grayscale, or white of media. name

RECOMMENDED 9 LAKE GENEVA CRUISE LINE BRAND STYLE GUIDE • www.CruiseLakeGeneva.com SPACING Don’t skew, rotate or distort Don’t add drop shadows Don’t place the full color the logo. or other graphic effects to logo on an image. The height of the “G” in the burgee flag the logo. of the Lake Geneva Cruise Line logo will give the logo enough space on all sides to appropriately stand out in use. The logo should always be used with at least the recommended spacing, but common sense may dictate over exact measurements.

In most instances, the logo should either Don’t alter or outline Don’t show the logo without remain relatively independentthe logo. from other the burgee ﬂ ag. design elements or be the most significant design element in the layout.

6 LAKEMINIMUM GENEVA CRUISE LINESIZE BRAND STYLE GUIDE • www.CruiseLakeGeneva.com

The minimum approved reproduction size of the Lake Geneva Cruise Line logo is .575” W .575 inches width.

BURGEE 2/3 x OUTLINE

The outer white outline on the burgee flag is 2/3 of the thickness of the navy blue line next to it. This is to make the white outline stand out against colored backgrounds. x

5 LAKE GENEVA CRUISE LINE BRAND STYLE GUIDE • www.CruiseLakeGeneva.com

20 Signalﬁ re, LLC Proposal for the Village of Cottage Grove LOGO USAGE ON BACKGROUNDS FORGOTTONIA LOGO Full Color on White Full Color on 10% Back Full Color on 15% Back The full color, grayscale, and b ack logos may only be applied to white, light gray, and medium gray backgrounds.

The white solid logo may be used on contrasting Forgottonia blue, Forgottonia Grayscale on White Grayscale on 15% Back Grayscale on 20% Back 75% blue, gray, and dark backgrounds.

Back on White Back on 15% Back Back on 20% Back

FORGOTTONIA Brother 1816 Extra Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ FONTSWhite on 65% Back White on 75% Back White on 85% Back abcdefghijklmnopqrstuvwxyz Brother 1816 is the official company typeface of the Forgottonia branding. 1234567890,.;:!?

Brother 1816 Extra Bold Brother 1816 Bold Brother 1816 Bold White on 100% Back White on 75% Forgottonia Blue White on Forgottonia Blue Used for headers, page titles, or other ABCDEFGHIJKLMNOPQRSTUVWXYZ “headline” style content. We recommend not using this font smaller than 12 point abcdefghijklmnopqrstuvwxyz for headlines but should appear at least 1234567890,.;:!? 4 points arger than the body text. Page headers or titles should appear in one of the text colors from the Forgottonia Brother 1816 Medium color palette. ABCDEFGHIJKLMNOPQRSTUVWXYZ 7 MACOMB AREA CONVENTION AND VISITORS BUREAU BRAND STYLE GUIDE • visitforgottonia.com Brother 1816 Bold abcdefghijklmnopqrstuvwxyz Brother 1816 Medium LOGOS Used as sub-heads or subtitles to a 1234567890,.;:!? document or design. We recommend not using this font smaller than 10 pointFORGOTTONIA Brother 1816 Book but should appear at least 2 points argerLOGO WITH than the body text. ABCDEFGHIJKLMNOPQRSTUVWXYZ URL Brother 1816 Book abcdefghijklmnopqrstuvwxyz These fonts will be utilized for primaryThe logo is defined as the1234567890,.;:!? entire logo Full Color Version content, body text, and most other with the logo type, curved lines and the primary reading text in documents. Thewebsite address used in conjunction with weight and emphasis of the font shouldone another. This version is the be considered on a case by case basis. secondary logo to be used. This font should never appear smaller than 6 point. The logo mark includes three key elements: Grayscale Version • Unforgettable Forgottonia and 13 IllinoisMACOMB name AREA CONVENTION AND VISITORS BUREAU BRAND STYLE GUIDE • visitforgottonia.com

• The curved lines on top and bottom

• The website address, www.visitforgottonia.com, Back & White Version Back & White Version with No Shadow underneath the logo

• Unforgettable should always be on top, Forgottonia name should always be in the middle, and Illinois should always be on the bottom

1 Color (White) Version 1 Color (White) Version with No Shadow

6 MACOMB AREA CONVENTION AND VISITORS BUREAU BRAND STYLE GUIDE • visitforgottonia.com

Signalﬁ re, LLC Proposal for the Village of Cottage Grove 21 CUSTOM ICONS

Where to Stay in

RESORTS & INNS Amenities More inclusive Good for large groups

CONDOS & TOWNHOMES Great for extended stays More privacy Convenient for families

COTTAGES Ideal for outdoor adventurer Individual charm Classic Door County experience

BED & BREAKFAST Romantic getaway Local expertise there for the asking Great way to make new friends

CAMPING Budget friendly Access to nature Pet friendly

22 Signalﬁ re, LLC Proposal for the Village of Cottage Grove NOTES

Signalfi re, LLC Proposal for the Village of Cottage Grove 23 TERMS AND CONDITIONS Expiration of Estimate This estimate of costs and services is valid for up to thirty (30) calendar days unless otherwise indicated in writing. After the expiration of this estimate, a new estimate may be requested. All print material estimates expire after thirty (30) days. Print estimates are based on specifi c characteristics of the project. Changes to specifi cations including, but not limited to, produced quantity, paper properties, production methods, and/or fi nishing characteristics will require a new estimate for cost and time. Change Orders Any changes to project specifi cations, deliverable services, or physical deliverables that impact the cost of the project will require a written change order to be approved and signed by the Client. The change order will include an updated budget and deliverable timeline. No additional billable time or services will be accrued without written approval. NOTE: Revisions to creative design projects or copywriting. Creative design and writing services pricing estimates include two (2) revisions delivered to the Client past the fi rst concept or draft. Design or writing time accrued past two (2) revisions will be billed at an hourly rate of $120 per hour with a one (1) hour minimum. Revisions will not exceed four (4) hours without written authorization. Project Termination Both Signalfi re and the Client reserve the right to terminate the project or agreement with written notice to the other party. Once written notice is received all billable work will cease. A fi nal invoice will be delivered based on completed work at the time of the notice minus any deposit. Monthly deliverables will be pro-rated based on the date or percentage of delivery. Website projects involving a deposit that are terminated prior to the approval of creative designs or selection of a development template shall be considered compensation for completed work. Once the Client approves the creatives or selection of a development template, additional time will be billed based off an estimate completion of the project. Dormant Project Termination If the Client fails to communicate in a professional or timely manner, Signalfi re reserves the right to terminate the project after thirty (30) calendar days of non-communication. Non-communication by the Client shall include unreturned phone calls, no response to emails, and/or failure to deliver essential materials for the completion of the project. Examples of essential materials include, but are not limited to: text, images, branding assets, security credentials, or other materials essential for the completion of the project. Dormant projects will be invoiced based on the work completed. Once a project is dormant, a Client may restore the project with a $250 reinstatement fee due prior to the commencement of additional work. Ownership of Materials All project materials including, but not limited to, intellectual property materials, designs, concepts, processes, and materials are the sole property of Signalfi re, LLC until such time as the materials are paid in full. Signalfi re reserves all rights until full payment is made at which time Signalfi re shall transfer ownership to the Client. Once materials have been paid in full, the Client reserves full rights and ownership to the materials. Payment Terms and Conditions All invoice payments are due upon receipt or on the agreed schedule. Payments shall be made in US Dollars by cash, check, money order, or credit card (Visa or Mastercard). Checks returned or rejected by Signalfi re’s fi nancial institution will be assessed a $50 fee. Invoices outstanding past sixty (60) days will be subject to a $25 late fee. 1.5% of the invoice will be added every thirty (30) days past the initial sixty (60) day fee. Invoices remaining past 120 days will be sent to collections.

24 Signalﬁ re, LLC Proposal for the Village of Cottage Grove